Pure Michigan Tourism Conference Presentation

Let’s take a moment to savor…..

• funding

• forecast

• conference attendance

• industry unity

• shared vision, shared passion

Pure Michigan 2011 & Beyond

• We’ve always had the product



• We now have the campaign



• We now have the campaign

• We finally have the funding

2011 State of the State Address

“In our budget recommendations, we will include the funding of Pure Michiganat an annual rate of $25 million…..It’spositive for our image and it’s a positive returnon our tax dollars…..I ask the legislature torecognize that return on investment andlend its full support.” Governor Rick SnyderJanuary 19, 2011

Pure Michigan Budget/Markets

• 2005 - $5.7 million – Chicago, Indy, Cleveland

• 2006/07 - $13.2 million – add Milwaukee, Cincinnati, & Ontario, Canada

• 2008 - $17.5 million – add Columbus, Dayton & St. Louis, national golf promotion

• 2009 - $28 million – add winter, hunting, fishing, & first-ever national cable TV buy

• 2010 - $17 million – national spring/summer, but cut regional for winter, spring/summer and fall

• 2011 - $25.4 million – national spring/summer,

regional winter, spring/summer and fall

2010 Michigan Tourism Data

• MI hotel occupancy @ 51.8 %, up 10.2% (U.S. hotel occupancy @ 57.6%, up 5.7%)

• MI ADR @ $77.82, down 1.5%(US ADR $98.08, down .1%)

• MI RevPAR @ $40.30, up 8.5%(U.S. RevPAR @ $56.47, up 5.5%)

Source: Smith Travel Research

National Interest in Vacationing in States Next Two Years (2010, unaided)

CA – 48% ME – 17% TN - 12%FL – 46% NC - 17% VT – 12%HI – 41% SC – 16% VA – 12%AK – 31% WA – 15% GA – 11%NY – 29% MA – 14% PA – 11%CO – 28% MT – 14% UT – 10%NV – 27% NM – 14% IL – 9%AZ – 26% OR – 14% NH – 9%DC – 26% WY – 13% Michigan – 8%TX - 18% LA – 12% (2007-2009, 2-4%)

Source: 2010 Portrait of American Travelers

Impact of Pure Michigan Ads on State’s National Image

* Saw at least one ad Source: Longwoods International

Impact of Pure Michigan Ads on State’s Regional Image

Source: Longwoods International

Awareness of 2010 Pure Michigan Campaign


Regional Market National Market

*Saw at least one ad

* Visited in past two years

2010 National Product Delivery vs. Image


* Visited in past two years

2010 Regional Product Delivery vs. Image


Pure Michigan ROI 2006-2010

• $42 million in out-of-state spring/summer advertising

• Motivated 7.2 million trips to Michigan

• Those visitors spent $2 billion at Michigan businesses

• Those visitors paid $138 million in Michigan sales tax

• The state made $3.29 for each dollar spent on Pure Michigan spring/summer advertising


Pure Michigan 2009 vs. 2010National (out of region) Spring/Summer

• 2009• Spent $7.8 million on advertising• Attracted 680,000 visitors• They spent $250 million at Michigan businesses• They paid $17.5 million in state taxes

• 2010• Spent $7.6 million on advertising• Attracted 855,000 visitors• They spent $313 million at Michigan businesses• They paid $22 million in state taxes


Pure Michigan 2009 vs. 2010Regional Spring/Summer Out-of-State

• 2009• Spent $4.9 million on advertising• Attracted 1.4 million visitors• They spent $374 million at Michigan businesses• They paid $26 million in state taxes

• 2010• Spent $2.2 million on advertising• Attracted 1.2 million visitors• They spent $292 million at Michigan businesses• They paid $21 million in state taxes


FY ‘11 Pure Michigan Budget • $5.4 million originally appropriated last fall• $10 million added in Dec. lame duck session• $10 million added in February

House approves 95-13 on Feb. 10Senate approves 35-1 on Feb. 24

This $25.4 million funds:• All general marketing activity• $1.5 million regional winter buy Jan/Feb• $11.5 million national cable spring/summer buy ($1.5 million from partners)• $6 million for regional spring/summer buy• $3 million for regional fall buy

2011 Advertising Partners

• Regional Advertising Partners

• Alpena, Ann Arbor, Arts Council, Beachtowns, Blue Water (Port Huron), Coldwater, Detroit, Eastern UP, Flint, Frankenmuth, Great Lakes Bay, Grand Rapids, Kalamazoo, Lansing, Ludington, Mackinac City, Mecosta County, Monroe, Muskegon, Sault Ste Marie, Silver Lake, Sunrise Coast, Traverse City, Western UP

• $1.5 million partner dollars invested

• National Advertising Partners (New)

• Mackinac Island, The Henry Ford, Traverse City

• $1.5 million partner dollars invested

• $3 million from private sector, up from $1.4 million

Travel Michigan 2011 Partners

Ann Arbor

Beachtowns

Big Rapids

Sault Ste Marie

Grand Rapids Downtown

Detroit

The Henry Ford

Great Lakes Bay Region

Bays, Beaches & Boutiques

Frankenmuth

Traverse City

Flint/Genesee County

Mackinaw City

Lansing

Alpena

Mackinac Island

Blue Water Area

The Great Waters

Sunrise Coast

Ludington/Car Ferry

Muskegon

Silver Lake Sand Dunes

Coldwater/Branch County

Western Upper Peninsula

Kalamazoo

Monroe

Michigan Arts & Culture

Michigan Snowsports Industry Association

michigan.org

michigan.org

• Just launched new design/layout• Most popular state tourism web site in U.S.

in 2010, fourth year in a row• 13.4 million user sessions in 2010, up 19%

over 2009• 6.7 million clicks-throughs, more than

18,000 per day

michigan.org 2010 Market Share

michigan.org – 13.1%Virginia – 9.6%Colorado – 8.36%Florida – 7.72%Arkansas – 6.97%North Carolina – 5.76%Hawaii – 5.31%Texas – 4.88%South Carolina – 4.66%Minnesota – 4.28%

Source: Experian Hitwise

2010 Public Relations Results

• 2.9 billion impressions, up from 1.8 billion in 2009

• $52 million in publicity (ad value), up from $45 million in 2009

• Hosted 73 travel writers on three large-group fams

• Hosted 8 international travel writers• 7 weekly radio interviews and WJR show

statewide

1,000,000 printed

650,000 polybaggedwith March/AprilMidwest Living

Michigan Travel Ideas 2011

Consumer enewsletter

Pure Michigan blog

Pure Michigan YouTube Channel

Pure Michigan on flickr

twitter.com/puremichigan

facebook.com/puremichigan.org

New Travel Michigan facebook Page

Pure Michigan Merchandise

Pure Michigan, Meijer, Retailers

http://www.meijer.com/home.jsp

Show Your Support for Pure Michigan

Great Lakes of North America

• Markets the Great Lakes region in Europe• Funded/managed by Travel Michigan, and

Ohio, Indiana, Pennsylvania, Illinois, Wisconsin and Minnesota tourism offices

• Toby McCarrick, Executive Director, Chicago-based

• Rep firms in UK, Germany• Julie Katz, TourMappers, GLNA receptive

tour operator• Learn how to book more European

travelers

Great Lakes of North America

2011: A New Direction

Michael Finney

Michael Finney

2011: A New Direction

Michael Finney

Pure Michigan Brand

Editorial: Ernie Harwell was the voice of Michigan

“Though tinged with a gentle southern lilt, Ernie Harwell’s resonant voice was the essence of Michigan —

pure Michigan, you might say.” Published: Thursday, May 06, 2010

Pure Michigan Brand

"The parts are going to be made in Michigan," he says. "It's going to be assembled in Michigan by Michigan labor, and then it's going to be shipped by Michigan people to a Michigan location, and be assembled and create jobs in that spot, too. It is, in any sense of the word, 'Pure Michigan.'"

Martin Lagina of Heritage Sustainable Energy, on his Traverse City-based wind turbine company.

Interlochen Public Radio, December 8, 2010

2011 National Cable Buy

• $11.5 million national cable TV buy, biggest ever• 5000 airings of Pure Michigan TV commercials

nationally through June• A&E, ABC Family, Animal Planet, Bravo, CMT,

CNN, Cooking Channel, E!, Food Network, Fox, Golf Channel, HGTV, Lifetime, Lifetime Movie, MSNBC, Nick at Nite, OWN, Oxygen, Style, TLC, Travel Channel, USA, WE, Weather Channel

2011 David Ogilvy Award for Excellence in Advertising Research

• Presented tonight by Advertising Research

Foundation• “Celebrate the extraordinary and/or

creative use of research in the advertising development process”

http://www.flickr.com/photos/37662783@N02/sets/72157623785304321/

The Vision of Pure Michigan

That Michigan be recognized as one of America’s top vacation destinations

Achieving this vision will mean: • Millions of new visitors to the state • Billions of dollars spent at Michigan businesses • Tens of thousands of new jobs statewide • Tens of millions in new state tax collections

Pure Michigan Tourism Conference Presentation

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Transcript of Pure Michigan Tourism Conference Presentation